According to the study, the increasing utilization of shopping-related technologies is having an impact on the shopper experience across varied age demographics.

64 percent of Gen Y and 52 percent of Gen X shoppers used their personal mobile device for shopping-related activities compared to only 37 percent of Boomer and less than 15 percent of pre-Boomer shoppers.

46 percent of Gen Y and 36 percent of Gen X shoppers agreed that they can more readily locate information on their personal mobile device rather than asking a store associate for assistance. Only 19 percent of Boomer and less than 12 percent of pre-Boomer shoppers agreed.

54 percent of Gen Y and 43 percent of Gen X shoppers were likely to access guest Wi-Fi for shopping-related activities. This compares to 34 percent of Boomer shoppers and 20 percent of pre-Boomer shoppers.

Boomers are four times more likely to increase their spending as the result of a helpful associate than by using self-service technology.

KEY FACTS

Connecting with Shoppers

Almost half of surveyed shoppers (47 percent) agreed that they have a better experience when sales associates use the latest technologies to assist them.

48 percent of shoppers reported that helpful store associates motivated them to spend more in-store.

More than half of surveyed shoppers (55 percent) believed that information kiosks help store associates improve the shopping experience.

While overall customer satisfaction has risen since 2007, surveyed shoppers reported rising dissatisfaction with the return/exchange process -- 29 percent were not satisfied in-store and 45 percent were not satisfied with online experiences.

82 percent of retail associates agreed that improving in-store communication between staff and managers would have a positive effect on shopper satisfaction.

58 percent of retail associates recognized the positive effect of mobile point of sale (mPOS) on the shopping experience.

36 percent of shoppers believed that store associates using tablets enhanced their shopping experience, and 59 percent of store associates agreed that they could better serve customers if they were equipped with tablets.

Eduardo Conrado, senior vice president and chief marketing officer, Motorola Solutions
”When shoppers have so many options, it is clear that retailers who embrace technology to enable their store associates to directly engage shoppers are creating differentiation through customer service. With nearly one-half of surveyed shoppers stating that they have a better experience when retail associates use the latest technology, retailers’ adoption of the right technology that targets shoppers of various age groups will help drive greater customer satisfaction and increased sales opportunities.”

SURVEY BACKGROUND AND METHODOLOGY:

Two complimentary surveys were fielded in North America throughout November and December 2012, one targeted to shoppers and one targeted to in-store associates, staff and in-store managers.

The surveys were designed to reveal the experiences and attitudes that each group has toward the use of certain shopping technologies and the impact on customer satisfaction.

Respondents to the Shopper survey were selected from the Research Now Consumer panel to represent a general distribution of the consumer population over 18 years of age. 1,200 respondents completed the shopper survey without knowledge of Motorola Solutions sponsorship.

Gen Y shoppers represent people between the ages of 18-34.

Gen X shoppers represent people between the ages of 35-49.

Boomer shoppers represent people between the ages of 50-64.

Pre-Boomer shoppers represent people older than 65 years old.

400 respondents completed the Associates survey without knowledge of Motorola Solutions sponsorship. The Research Now Business panel represents a wide range of experienced in-store associates who work in full-time or permanent part-time positions.

The e-Rewards® Opinion Panel, operated by Research Now, is the largest "by-invitation-only" online research panel serving more than 900 research firms with over 3 million respondent members.